2014 Winners & Shortlists

The Brief

Key Objective: To encourage Qatari Youth to wear their seat belt. This is a country with one of the highest rates of road fatalities, and Qatari youth cause the majority of accidents, and are the most difficult to convince of the importance of wearing their seat belt.

Creative Execution

This was a completely innovative way of encouraging youth to wear their seat belt. Instead of traditional seat belt awareness communication, which relies on inducing fear, and has been ineffective in changing behavior, we thought of tapping into their pride, and giving them a positive reason to wear their seat belts. On that day, all Qatari youth are celebrating on the streets, which made it the best day to reach the biggest number, and also get the biggest visibility when they wear it.

Describe the creative solution to the brief/objective.

Our opportunity was Qatar National Day, a day when national pride is at its peak, and so is risky driving. Our solution: A seatbelt cover that would make Qatari youth proud to show it off. We created a custom made easy-to-install seatbelt cover, featuring the Qatar National Day motto & thematic colors. On the morning of national day, before the madness began, we distributed them in key locations across the city.

Results

We distributed more than 600 covers, potentially creating awareness/changing behavior among a lot more. The idea received massive appreciation from all the Qatari youth we met. For some , it was the first time they ever considered wearing their seat belt. We also received requests for thousands more customized covers from the youth we met. This campaign will potentially save lives for years to come. (The size of the Qatari population is around 250,000 people, so directly reaching these numbers was quite significant)